haku: @journal_id 794 / yhteensä: 218
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| Tekijä: | Soman, D. Lam, V. M. W. |
| Otsikko: | The Effects of Prior Spending on Future Spending Decisions: The Role of Acquisition Liabilities and Payments |
| Lehti: | Marketing Letters
2002 : VOL. 13:4, p. 359-372 |
| Asiasana: | DECISION MAKING MERGERS FUTURE MARKETING CONSUMERS |
| Kieli: | eng |
| Tiivistelmä: | Research in mental accounting shows that prior spending influences a consumer's decision to make a new spending decision. In particular greater spending in a particular category reduces the likelihood of further spending in that category. In the present research the authors decompose spending into two distinct episodes-the acquisition liability episode during which a purchase is made accompanied by a commitment to pay (e.g. using a credit card) and the payment episode during which the consumer's wealth actually gets depleted (e.g. paying the credit card bill). Using a controlled laboratory experiment and real world data from a group of consumers the authors replicate earlier findings. |
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